For the first time in a decade, Qantas has unveiled a new brand campaign in the North American market as demand for travel between the US and Australia continues to grow.
Academy Award-nominated writer, producer and director Baz Luhrmann and four-time Academy Award-winning costume and production designer Catherine Martin act as creative consultants and ambassadors for the campaign, titled ‘Australia in the Sky’, which features Qantas crew alongside an all-star cast of Australian talent including actor Charlee Fraser and model Jess Hart.
The campaign lands as Qantas celebrates 70 years of flying to North America this year and continues to invest in new aircraft and routes servicing the US, including Project Sunrise non-stop flights which are expected to take-off between Sydney and New York in 2026.
Qantas recently announced an increase in capacity to the US with direct flights from Melbourne – Honolulu* launching in May 2025 and is the only carrier to operate A380 services with First, Business, Premium Economy and Economy cabins between the Australia and the US.
Qantas Group Chief Marketing Officer Petra Perry said the campaign was designed to share the spirit of Australia with the North American market as more travellers consider a holiday down under.
“Be it through our warm, friendly crew or the premium Australian wine and produce we serve, we want our customers to feel like they’ve started their holiday in Australia from the moment they step onboard a Qantas aircraft.
“It’s easier than ever for US travellers to take a break in Australia, with the majority of our services connecting the two countries in a single hop.
“Throughout our long history of flying to North America and the rest of the world, we’ve always been incredibly proud to share what makes Australia so unique on a global stage.”
Baz Luhrmann said “Like all Australians, I feel a great deal of pride in Qantas. The moment you step on the flight you’re embraced by the unique spirit that brings a little of Aussie magic to every journey. When you’re on Qantas, you’re not waiting to get to Australia, you’re already there.”
Filmed at Qantas’ Los Angeles hangar onboard an A380 aircraft, the campaign also features scenes from famous locations around Australia including Sydney’s iconic Bondi Beach and a flyover of Sydney Harbour, as well as Melbourne’s Federation Square and the Great Barrier Reef.
Australian Actor Chris Hemsworth who voiceovers the campaign said “As an Australian, I’ve spent a lot of time traveling on long-haul flights. I find such comfort stepping on a Qantas plane because it immediately feels like coming home.”
The campaign is soundtracked by Australian duo Angus and Julia Stone and features a wardrobe of Australian designers.
Qantas offers more than 40 flights per week between Australia and North America to destinations such as New York, Los Angeles, San Francisco, Dallas Fort Worth, Honolulu and Vancouver. The airline’s Sydney – Auckland – New York service currently operates four times per week and is set to increase to six services per week from 27 October in line with demand over the holiday period.
Photos: Dropbox link
30-second campaign video: https://youtu.be/gz2Oic37zOA
60-second campaign video: https://youtu.be/2RYrHBNXboQ
Credits: Qantas
*Subject to government and regulatory approval.